Os consumidores fazem o que dizem que farão? : um estudo sobre a escolha de marcas de postos de combustíveis, sob a perspectiva do dizer-fazer do consumidor

• Ano de defesa: 2017
• Autor(a) principal: Malta, Cleiton Antonio da Silva
• Orientador(a): Mello, Cristina Helena Pinto de
• Banca de defesa: Spers , Eduardo Eugênio, Strehlau, Suzane, Serralvo, Francisco Antonio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comportamento do consumidor; processo de escolha em decisões de consumo; modelo de perspectiva comportamental; dizer-fazer; postos de combustíveis; marca
• Palavras-chave em Inglês: consumer behavior; choice process in consumer decisions; behavioral perspective model; say-do; gas stations; brand
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/272

Consumers are driven by decisions that transcend the materiality of the products and services they consume. In a superficial analysis, there is a risk of translating consumer behavior only through its standard response or stated opinions, which may at first not fully reveal the complexity and fullness of its actual behavior. The purpose of this study is to identify the convergences or divergences between the "say" of the consumers, as opposed to their actual behavior in fueling in practice. In addition, it was possible to understand in depth the factors considered, according to the consumers, to the choice of fuel stations and in establishing the correlation of the say-do, it is possible to interpret about the facts perspective, the real relevance of the factors initially declared. Based on these considerations and given the complexity of the theme, a mixed approach was used for the project research, characterized as a sequential exploratory project, which is based on the Qualitative and quantitative methodology research. The data were obtained by in-depth interviews, structured questionnaires and an application (app) developed for the purposes of this study. The results of the study showed a mismatch between the say-do consumers' on the choice of gas stations brands. The inputs and discussions may serve as a basis for future research in different categories and may instigate the reflection about the needs for new tools applied to marketing that allow to evaluate the intention and behavior of the consumer beyond declared discourse.